Integrated Advertising, Promotion, and Marketing Communications [Rental Edition]

by Clow, Kenneth E.

• ISBN13: 9780134484136
• ISBN10: 0134484134
• Additional ISBN(s): 9780134485027
• Edition: 8th
• Format: Paperback
• Copyright: 2017-01-04
• Publisher: Pearson Rental Program
• More Book Details
• Purchase Benefits

Summary

For courses in Advertising.

Integrated advertising and marketing communications taught through real-life application

Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches you how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps you understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help you retain ideas, each chapter includes tools that allow you to apply concepts to real-¿life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping you understand the vital links marketers use to connect with consumers.

                                                                          

Also available with MyLab Marketing

MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

Note: You are purchasing a standalone product; MyLab Marketing does not come packaged with this content. Students, if interested in purchasing this title with MyLab Marketing, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information.

 

If you would like to purchase both the physical text and MyLab Marketing, search for:

0134641701 / 9780134641706 Integrated Advertising, Promotion, and Marketing Communications Plus MyLab Marketing with Pearson eText -- Access Card Package, 8/e

 

Package consists of:

• 0134450639 / 9780134450636 MyLab Marketing with Pearson eText -- Access Card -- for Integrated Advertising, Promotion, and Marketing Communications
• 0134484134 / 9780134484136 Integrated Advertising, Promotion, and Marketing Communications

Table of Contents

Part I: The IMC Foundation        

1. Integrated Marketing Communications

2. Brand Management

3. Buyer Behaviors

4. The IMC Planning Process

                                                                                         

Part II: IMC Advertising Tools                                                  

5. Advertising Campaign Management

6. Advertising Design

7. Traditional Media Channels

 

Part III: Digital and Alternative Marketing

8. Digital Marketing

9. Social Media

10. Alternative Marketing

 

Part IV: IMC Promotional Tools

11. Database and Direct Response Marketing and Personal Selling

12. Sales Promotions      

13. Public Relations and Sponsorship Programs

                                                                                         

Part V: IMC Ethics, Regulation, and Evaluation                                                                              

14. Relations and Ethical Concerns

15. Evaluating an Integrated Marketing Program